Gillette has launched a new UK campaign which features Manchester City forward - and Gillette Global Ambassador - Raheem Sterling.
The ‘Made Of What Matters’ campaign aims to use football as a platform to inspire and mentor the next generation of men, building on the brand’s partnership with education charity Football Beyond Borders (FBB).
The campaign marks the first collaboration between Sterling and Gillette and will premier on TV during the Premier League match between Manchester City and West Ham United on Sunday 9th February.
The spot seeks to highlight the values that drive Sterling’s actions, both on and off the pitch, which make him an inspiration and role model - and also saw him win The Integrity and Impact Award founded by Dow Jones Sports Intelligence at the Sport Industry Awards 2019.
From winning over his critics to become one of the most revered and respected footballers in Europe, to taking a public stance against discrimination and prejudice within the game, Steling has become a role model for young people around the country.
“We believe in the importance of role models in ensuring younger generations have positive versions of masculinity to aspire to” said Matt Thomas, Gillette Brand Manager for UK & Ireland. “Gillette believes in the best in men and this campaign and commitment is all about showing that. Men, and boys, who are Made of What Matters.”
Alongside FBB, the Made of What Matters campaign aims to help to provide more young people with the inspiration, opportunity and support they need to fulfil their potential.
Both the brand and the charity point out that the number of permanent exclusions from school in the UK at its highest point in nearly a decade, while over 78% of which are boys.
Thomas added: “Made of What Matters aims to inspire the next generation, focussing on celebrating the best of what happens on the football pitch, as well as the behaviours and values that outline what it means to be the best off the pitch.
“Through our partnership with Raheem Sterling and Football Beyond Borders, we want to celebrate what people at all levels of the game – from the pinnacle of the sport down to the grassroots – are doing to be the best versions of themselves.”
The pair will work on a number of initiatives, including investment into increasing the number of qualified practitioners who lead the programmes and become role models for young people within schools.
Jasper Kain, Founder, Football Beyond Borders and Sport Industry NextGen Leader, 2017, said: “We highlight Raheem Sterling as a shining example when educating our young people on the power of representation, speaking out for what you believe in and being principled. He is a real inspiration to those on our programmes who look up to a player who has worked tirelessly to become the person he is today. He is a huge role model for our young people, someone they aspire to as a leader, both on and off the pitch. It’s great to see Gillette partnering with him.”
Gillette says it has also invested in the development of the ‘What Makes a Man’ module to help educate around modern masculinity.